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All Journal MANAJEMEN HUTAN TROPIKA Journal of Tropical Forest Management Jurnal Manajemen dan Organisasi Jurnal Manajemen dan Agribisnis Jurnal Sosio Ekonomika Bisnis JURNAL SISTEM INFORMASI BISNIS Jurnal Manajemen Teknologi Techno.Com: Jurnal Teknologi Informasi TELKOMNIKA (Telecommunication Computing Electronics and Control) JAM : Jurnal Aplikasi Manajemen Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Journal of Consumer Science Jurnal Manajemen Teori dan Terapan Journal of Information Systems Engineering and Business Intelligence Cosmogov: Jurnal Ilmu Pemerintahan Proceeding of the Electrical Engineering Computer Science and Informatics International Research Journal of Business Studies (E-Journal) Agregat: Jurnal Ekonomi dan Bisnis Journal of Regional and Rural Development Planning Jurnal Organisasi Dan Manajemen Buletin Ilmiah Litbang Perdagangan JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK Applied Information System and Management Petir Aptisi Transactions on Technopreneurship (ATT) International Journal of Business Studies Jurnal Ilmiah Manajemen Kesatuan Journal of Applied Data Sciences Business Review and Case Studies International Journal of Engineering, Science and Information Technology Indonesian Journal of Multidisciplinary Science AGRARIS: Journal of Agribusiness and Rural Development Research Asian Journal of Social and Humanities International Research Journal of Business Studies
Arif Imam Suroso
School Of Business, IPB University, Jl. Raya Pajajaran, RT.03/RW.06, Babakan, Kecamatan Bogor Tengah, Kota Bogor, Jawa Barat 16128
Agriculture, Biological Sciences & Forestry Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Physics Public Health Social Sciences Transportation

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Repurchase Intention of Sweet Bread Products in Tangerang (A Study on The ROTI X) Dede Wahidin Jafar; Arif Imam Suroso; Asep Taryana
Jurnal Aplikasi Bisnis dan Manajemen Vol. 12 No. 1 (2026): JABM, Vol. 12 No. 1, Januari 2026
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.12.1.205

Abstract

Background: The production of bread is predominantly dependent on wheat flour as its core input. Therefore, volatility and inflationary trends in the price of this commodity present a persistent operational and strategic challenge for bakery companies, directly affecting their cost structures, revenue streams, and ultimately, their pricing strategies for end consumers. Within this competitive and cost-sensitive environment, understanding the determinants of consumer purchase behavior is paramount. This behavior is not monolithic but is influenced by a complex interplay of determinants, notably those related to price perception (e.g., value, fairness) and socio-psychological factors captured by behavioral theories. A precise understanding of these mechanisms is critical for businesses to navigate market challenges and cultivate lasting consumer loyalty through increased repurchase intention.Purpose: This study aims to examine the influence of product price image, price sensitivity, and the Theory of Planned Behavior (TPB) on repurchase intention and to investigate the mediating role of perceived value in the relationship between product price image and repurchase intention.Design/methodology/approach: This study employed a purposive sampling technique, collecting data from 225 respondents who met the eligibility criteria: individuals aged at least 17 years (or born in 2007 or later) and who had purchased Roti X within the last six months. The research was geographically limited to the Tangerang area. The collected data were analyzed using descriptive statistics and Structural Equation Modeling (SEM).Findings/Result: The findings indicate that the majority of respondents purchased bread more than five times per month, typically consuming 1–2 loaves per week. The primary reasons cited were taste, affordable price, and recommendations from close acquaintances. The SEM-PLS analysis revealed several key relationships. Perceived value demonstrated a significant direct influence on repurchase intention. In contrast, the product’s price image did not exhibit a significant direct effect. However, the analysis confirmed that perceived value acts as a significant mediating variable between product price image and repurchase intention. Furthermore, all constructs from the Theory of Planned Behavior (TPB) attitude, subjective norm, and perceived behavioral control significantly influenced repurchase intention, with perceived behavioral control emerging as the dominant factor. Finally, price sensitivity was found not to be a significant moderating variable in the relationships between product price image/perceived value and repurchase intention.Conclusion: The enhancement of perceived value, the preservation of a favorable price image, the assurance of price competitiveness, and the improvement of product accessibility constitute critical determinants in fostering repurchase intention.Originality/value (State of the art): This study employs a distinct approach by integrating the Theory of Planned Behavior (TPB) with product price image and perceived value to analyze repurchase intention of sweet bread. Keywords:   perceived value, price sensitivity, product price image, repurchase intention, theory of planned behavior (TPB)
Co-Authors Abdul Mufti Ade Rahmat Iskandar Adler Haymans Manurung Agus Buono Agustian, Fajar Aida Vitayala Hubeis Aji Hermawan Akbar, M Lucky Alfonsia Febriyana Alfy Sukma Amru Sahmono Boang Manalu Andi Tenri Abeng Anggraini Sukmawati Anggraini, Raden Isma Arief Ramadhan Arief Ramadhan Arif Wicaksono Arkeman, Yandra Arsyanur, Mustika Retno Asep Nurhalim Asep Taryana Azka Bazil Danish Rahmat Bachtiar, Muchamad Bahukeling, Trukan Sri Bambang Juanda Bandono, Bayu Bernadus, Benny Bimo Andono Budi Setiawan Chandra, Mohamad Citra, Suryati Oka Dede Wahidin Jafar Dewi Suryani Dewi, Nina Kurnia Dirdjosaputro, Sukiswo Edi Suryanto Eko Agus Prasetio Eko Agus Prasetio Endang Gumbira Sa'id Erliza Noor Euis Sunarti Fadhil Muhammad Fahrillah, Ahmad Ariq Fajar Agustian Ferdi Novalendo Fety Nurlia Muzayanah Fildza Shabrina Meta Ghifari, Nurul Afiifah Gunawan Gunawan Hadiwidjaja, Rini Dwiyani Hafizh, Muhammad Damar Hanindipto, Fasa Aditya Hansen Tandra Hansen Tandra Hariandja, Nancy Megawati Haryono, Adi Hendro Sasongko Heny Kuswanti Suwarsinah HERMANTO SIREGAR Hermanto Siregar Hilda Puspita Pratyaharani I Gusti Ayu Indira Maharani Idqan Fahmi Ilham Ananto Yuwono Illah Sailah Irman Hermadi Iyung Pahan Jaman, Jajam Haerul Joko Ratono Joko Ratono Joko Ratono, Joko Juniar Prayogi Juniar Prayogi Khairiyah Kamilah Kudang B. Seminar Kudang Boro Seminar LILIK BUDIPRASETYO Lilik Noor Yuliati Loeis, Minaldi Lukman M. Baga M, Misbahudddin M. Syamsul Maarif Maesaroh, Syti Sarah Marimin , Meilani, Lala Meuthia Rachmaniah Mohammad Syamsul Maarif Muhamad Syukur Mukhamad Najib MULYANI Musa Hubeis Neni Seliana Ninuk Purnaningsih Nugraha, Herry Nugraha, Windy Maudy Atiah Putri Nur Adhita Rahmawati Nur Hasanah Nur Hasanah NUR HASANAH Nurhidayat, Ridwan Pahan, Iyung Permasih, Desta Popong Nurhayati Prabantarikso, Mahelan Pramadia Satriawan Priastuti, Dila Qorry, Akhmad Yani Rafi Dharmawan Rahmana, Adhitya Rahmanto, Mohamad Ridwan Rini Dwiyani Hadiwidjaja Rinova Budiman Rita Nurmalina Rivira Yuana Rizal Broer Bahaweres Rizal Syarief Rizal Syarief Rizal Syarief Rizal Syarief Rizki, Yanis Aulia Rokhani Hasbullah Romayah, Siti Rotua Siahaan RR. Kathrin Irviana Ruth Johana Angelina Safari, Arief Saiful Bahri Seliana, Neni Setiadi Djohar Setiadi Djohar Setyo Wibowo Shalihati, Fithriyyah Siti Jahroh Siti Romayah Suci Ramadhani, Suci Sufrin Hannan Sufrin Hannan Sugiarto, Anto Tri Sugiharto Soeleman Suprehatin Suprehatin Supriyadi Supriyadi Sutriono Edi Tandra, Hansen Tendy Arya Pranata Trias Andati Ujang Sumarwan Utami, Yulistiana Endah Widhiani, Anita Primaswari Widia Citra Anggundari Yamin, Fadhilah Bt Mat Yandra Arkeman Yandra Arkeman Yani Nurhadryani Yantama, Rian Rizki YELLY REFITA Yuana, Rivira Yuni Sugiarti, Yuni Yunus Triyonggo Yunus Triyonggo, Yunus Yusman Syaukat Zahid, Rifqi Az